Chapter 25: Interfunctional Coordination

Susan L. Golicic &
Kate Vitasek

Interfunctional coordination In business today the pace of change is relentless, and business processes of global reach are ubiquitous. Increasingly, a company's competitive edge comes not from its unique products, its geographic spread, or its cost structure. Much of the traditional strategic advantages that have served companies so well can generally be reverse-engineered and often at a lesser cost. The impact of this rapid evolution and broad geographic span is simply a smaller window through which competitiveness can be defined. The pace of change ensures there will quickly be the next best widget to replace the one launched just yesterday. The global reach of business processes ensures that the East Indian widget and the North American widget will have the opportunity to reach identical target audiences with products of limited differentiation. Often, a competitive edge comes from the unique culture that the company creates and through which its changing product ...

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